A Comparative Study of Hotel Brand Building in the U.S.A. and China


China, the world’s most populous country, with its booming economy, has become an appetizing market for worldwide hoteliers. As the Chinese hotel industry has increased, Chinese hotel groups have accelerated the pace of expansion to match international competitors. The focus of this case is to examine the hotel brand building strategy and practices of the U.S. and Chinese hotel group using Marriott International based in the U.S.A. and BTG Hotels Group of China as representative hotel companies from each country.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

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